27 Jan, 2009
Localized VAS SMS ads: How far can we take them
Posted by: yaser In: Marketing & Advertisement|Telecommunication
You often encounter an ad from your mobile service provider advertising different services it offers (a recent post about contextual VAS ads can be viewed here). Telenor has a major customer base that has problem in reading/writing English. They have come up with an interesting way of advertising to them in the form of Urdu Text Messages. Mobilink has also started doing the same.
Localization is a good option however there are few problems and precautions that should be kept in mind.
- Majority of cell phones available today support Urdu however on my phone it appeared broken (which is annoying though it still conveyed the meaning).
- There should be a proper classification of a customer (English/Urdu). An easy way could be the language a customer selects on help line.
- There should be a proper fall back mechanism for language change of these ads.
- There can be a facility where you can also view the English version of the offer ( a pointer to English version at the end of it would do the job).
Even though Roman Urdu has become a standard throughout the country still localization is a preferred mechanism and its a great trend Telcos are moving towards.
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